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Direct Response Marketing

Field Reports

1 Sep, 2004 By: Thomas Haire, Nicole Urso Reed Response

NEW YORK — Members of the Direct Marketing Association (DMA) and interested guests will celebrate the organization's 87th Annual Conference & Exhibition in a town known for wild celebrations: New Orleans. The event, slated for Oct. 16-20 at the city's Ernest N. Morial Convention Center, promises to be the place to be seen for direct marketers this fall.

Once again, the DMA will host a Broadcast Pavilion on the show floor, featuring several of the leading companies in the direct response market. Also, five seminars relating to broadcast direct response will liven up the conference schedule.

"Based on last year's success, we're bringing back the DR Broadcast Pavilion for an encore performance," says David Smith, the DMA's senior vice president of marketing and business development. "The DMA is committed to get the message out to the direct marketing community that broadcast has proven itself as a very efficient, accessible, and profitable marketing channel."


The DMA Broadcast Council Seminar Track — Five Sessions

(as of Aug. 20, subject to change)


Monday, Oct. 18

1-2:15 p.m.

Tracking the Online Response to Offline Media: Accounting for Web Activity from Your DRTV Advertising

Speaker: Paul Soltoff, CEO, SendTec Inc.

Learn the most effective methods for tracking online response to your offline DRTV campaign. This session will examine how to manage your Web site to anticipate activity and how you should integrate the URL into your TV commercial. We'll discuss four ways to mathematically account for Web activity from your DRTV advertising. And we'll explore how real-time reporting of 800 numbers and Web visits impacts cost-per-lead (CPL) and cost-per-order (CPO). Using case histories, stats and trends, we'll look at:

  • 1. Improving CPL and CPO analysis by incorporating Web activity
  • 2. How combined offline and online source reporting can improve campaign results, media buying and profits
  • 3. Mastering the nuts and bolts of tracking and analytics


2:45-4 p.m.

Harnessing the Power of DR Radio for Lead Generation

Speakers: M. Gordon, president, Omega Advertising Charles M. Hengel, CEO, Marketing Architects Inc. Larry Levis, President, Target + Response Inc.

Can't make radio yield qualified leads? Think radio and direct marketing don't mix? That's because DRTV rules don't apply to radio. Discover two fresh approaches to DR radio lead generation — performance-based, per-inquiry buys, and deeply discounted CRM-driven buys. Learn the secrets of successful DR creative, how to position your offer, when to go soft-offer vs. price, best formats, best days to advertise, and how to finally harness the power of radio to create successful lead generation programs. We'll discuss:

  • 1. Making DR radio pay out as a lead-generation medium
  • 2. Adjusting your offer and creative to the unique nature of radio
  • 3. Using DR radio to provide unparalleled exposure for your product or service — at a fraction of the cost of other media


4:15-5:30 p.m.

Captivating the Hispanic Market with DRTV

speakers: Joan Renfrow, president, Onyx Productions

The U.S. Hispanic market now includes nearly 40 million people with $650 billion in purchasing power. Of any medium, Spanish-language television has the strongest penetration into this growing market. Direct marketers beware: the Hispanic consumer responds differently to DRTV than the general market consumer. This fact-filled session will give you insight into the cultural tactics that are necessary for effective and sensitive direct marketing to Hispanic consumers using DRTV. We'll discuss:

  • 1. Cultural tactics for crafting DRTV that resonates with Hispanic consumers
  • 2. The best DRTV practices used by major advertisers for the Hispanic marketplace
  • 3. Spanish language television networks' views on which DRTV approaches work — and which ones don't


Tuesday, Oct. 19

10:45-11:45 a.m.

How ITV Maximizes Income and Profits: Stories from the U.K. and U.S.A.

Speakers: Mike Colling, managing director, Mike Colling & Co. Ltd.

Karen Gold, vice president, client marketing group, OpenTV

Interactive television (ITV) advertising, still in its infancy in the United States, is a commercial reality in the United Kingdom. The majority of the U.K.'s top 20 advertisers in the automotive, financial services and travel sectors have all used interactive advertising. U.K. clients find that interactive ads increase response rates vs. standard DRTV, and more than 70 percent of clients are now repeat advertisers. We will review both ITV markets, show examples of leading iADs, and present case studies from leading advertisers. Topics include:

  • 1. Successful use of ITV and the returns direct marketers have achieved
  • 2. What makes a good interactive commercial — and what guarantees failure!
  • 3. The future of TV ads — promotions, branded entertainment and sponsorships


2:15-3:15 p.m.

Using DRTV to Replace Outbound Telemarketing Leads Lost Due to DNC Regulations

Speaker: Ava Seavey, queen bee, Avalanche Creative Services Inc.

For consumers weary of telephone solicitations, the national do-not-call list (DNC) is a dream come true. For direct marketing organizations, the DNC is a wake-up call to rethink marketing tactics. But it's also creating a huge business opportunity for the DRTV industry to grab a portion of the $80 billion spent annually on outbound telemarketing. Learn how a well conceived DRTV campaign and clever back-end tactics can replace an outbound telemarketing program lost to DNC regulations. This hard-hitting session will feature case studies and best practices for redirecting telemarketing resources and deploying DRTV as the driver for generating business. Topics include:

  • 1. Using DRTV to replace outbound telemarketing tactics
  • 2. How companies sustain leads and sales via DRTV despite DNC regulations
  • 3. Redirecting telemarketing resources and deploying DRTV as the driver for generating



DMA Welcomes Greco as New President, CEO

NEW YORK — John A. Greco, Jr. became president and chief executive officer of the Direct Marketing Association (DMA) on Aug. 16. He succeeds H. Robert Wientzen, who led the association for the past eight years.


"I'm looking into the future," Greco says. "The DMA will be vigilant in working to maintain an environment in which direct and interactive marketers can continue to bring value to America's — and indeed, the world's — customers in the most cost-effective manner."

Greco has a substantial history of success in marketing, management and technology. He served as CEO for the Yellow Pages Integrated Media Association where he steered the entire $25 billion global Yellow Pages industry and a 350-member association.

Immediately preceding his appointment as CEO of the DMA, Greco was co-founder of Greco Enterprises LLC.

"I plan to be a strong advocate for the entire industry as we face myriad political changes and strategic opportunities, which I believe can be harnessed to advance and grow the direct and interactive marketing industry," Greco adds.


NATPE, Interactive Television Alliance Team for Membership

SANTA MONICA, Calif. — The Interactive Television Alliance (ITA) and the National Association of Television Program Executives (NATPE), in an effort to bring together TV executives, interactive TV (ITV) companies and those in the DR industry, announce a deal that will offer a NATPE annual membership to independent ITV consultants who join the ITA as professional members. In return, current NATPE members who join the ITA can deduct the cost of their NATPE membership from their ITA dues.


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